Following the successful Be Stupid campaign, Diesel have taken it to the next level and created an entirely new stupid society, giving them a tropical island to inhabit! Like French Connection's recent campaign, Diesel has done a great job of bringing a tongue in cheek view to life. This campaign documents the first pioneers arriving on Diesel Island, solving the worlds oldest problems and having crazy parties to celebrate the birth of their nation. The whole concept behind Be Stupid and now Diesel Island is about having the guts to take risks, to take on the new and be inventive - something people all over the world can relate to and embrace.
On Diesel's website you can visit the island virtually and make up new laws (e.g. one of todays: 'pillow fighting is the national sport'), meet its citizens and buy island clothes through the interactive catalogue. You can also download a passport which gives you everything you need to know about the island, and there is even a Wikipedia page which is updated weekly as the society rules evolve. Diesel stores will serve as embassies, displaying the flag, maps and explanations of the philosophy behind the worlds youngest country.
The ideas behind Diesel Island are incredibly exciting with potential to roll out even further - particularly within digital media and inviting the audience to participate even more. I look forward to seeing how Diesel Island develops, maybe I can be teleported there one day?!
(source: Diesel)
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